研究期間：10108~10207;Due to the dramatic development of Web 2.0 based social media, recent years have witnessed a growing interest in examining its mechanism and influence on advertising. One of the main issues is related to advertising in social media environment is the need to know how consumers’ perceived advertising value affects their attitude toward advertising on social media and their behavioral responses. However, prior research has mostly studied the abovementioned concern in traditional web 1.0 based digital advertising, and no attempt has been made in Web 2.0 based social media advertising (SMA hereafter). The current project thus aims to investigate the effect of consumers’ perceived SMA value on their attitude toward SMA, as well as the mediators, and their online purchase intention, mainly behavioral responses of such a relationship. Moreover, this project will also examine the moderating effect of types of social media websites on the above relationships. Furthermore, the focus of most studies related to social media and digital advertising have been Western economies. There is little research on Eastern and South Eastern economies. In view of this, an attempt will be made to fill the literature gap by conducting the current project in Taiwan and Vietnam, one being a newly industrialized economy and the other a centrally planned economy, respectively. The data collected in the two economies will be compared and implications, if difference exists, will be illustrated. As it will represent one of the few initiatives which empirically explore the aforesaid issues, the current project can help shed light on SMA related issues across borders and enhance our understanding and insight, thus, providing guidance to practitioners and marketers on how to utilize SMA more effectively and efficiently in their global marketing efforts.